Video Marketing Maturity Model
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Our Video Marketing Maturity Model was designed to help organizations by providing a road-map for improving their video marketing efforts and capabilities.
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Mobile Marketing Maturity Model
Our Mobile Marketing Maturity Model was designed to help organizations by providing a road-map for improving their mobile marketing capabilities.
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Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
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Our Demand Generation Maturity Model was designed to help organizations with a roadmap for improving their Demand Generation capabilities. The model provides 4 stages of organizational maturity, which are:
- Undefined
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Additionally, it evaluates 6 components of Demand Generation, as follows:
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IT strategy for a sports goods retailer.
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Vendors/Suppliers and track their Performance in PLM. 6. Integrate Enterprise Systems like Planning software, ERP, CRM and SCM with PLM. 7. Execute PLM Adoption
Program across Organization.
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What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
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Our Demand Generation Maturity Model was designed to help organizations with a roadmap for improving their Demand Generation capabilities.
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Our Demand Generation Maturity Model was designed to help organizations with a roadmap for improving their Demand Generation capabilities. The model provides 4 stages of organizational maturity, which are:
- Undefined
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Video Marketing Solution Study
Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, to provide attention-grabbing content for clients & prospects and to generate qualified, captivated leads.
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- Video Marketing Maturity Model
- Action Plan
- Analyst Bottom Line
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- Our Solution Study Methodology
- About Demand Metric
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Our Video Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. At Demand Metric, we define Video Marketing as the strategies, processes and technologies employed by an organization to generate interest in their brand, company and products through the use of relevant, engaging video content.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images, graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of target audience & video content, video production, content distribution, video optimization & monetization and program analysis.
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To obtain this document, visit us at http://www.demandmetric.com/register
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Many thought PPC would bring in all the money, others thought facebook would, the way to success is to develop to meet market demand and engage with customers.
The New World of Channel Incentives
Starting with MDF programs, we'll identify the key challenges and highlight success criteria of traditional incentives. From there, we'll drill into why it's not just necessary, but imperative, that your incentive programs evolve beyond historical funding programs to the “new world” of channel incentives.
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Framework partner ecosystem summary_v sharma_2018
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Similar to Video Marketing Maturity Model (20)
How to Boost Your Video Marketing Strategy: A Comprehensive Guide
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Channel Marketing Automation Can Increase Channel Management Maturity
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Webinar - Accelerating the Impact of Customer Success in the Enterprise
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Executive Summary
Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively.
This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company.
Read this 9-page guide to learn:
The definition of social customer relationship management (CRM)
The main functions needed for social CRM
The vendor landscape for social CRM
Social CRM best practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Marketing Resource Management How-To Guide
Executive Summary
This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation.
Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution.
MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size.
Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes.
Read this 7-page guide to learn about:
The components of a Marketing Resource Management (MRM) system
An action plan to deploy an MRM system
How to implement an MRM system
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Driving Value with Marketing Automation How-To Guide
Executive Summary
B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation.
But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers.
Read this 12-page guide to learn about:
The Marketing Automation Maturity Model
The levels of Marketing Automation Maturity
How to evolve your Marketing Automation strategy at each level
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Video Marketing Maturity Model
- 1. VIDEO MARKETING Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Budget & Staff No defined strategy or process for Video Marketing No budget exists; Spending & staffing is ad hoc Budget allocated; Defined roles & responsibilities for Video Marketing Budget with business case to justify spend; Dedicated internal point person for Video Marketing Budget connected to video goals; Organization aligned for maximum social impact Defined strategy and processes exist for Video Marketing in uncoordinated pockets in organization Defined, integrated strategy and processes exist for Video Marketing across an Enterprise Defined, integrated strategy for Video Marketing exists across an Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership Skeptical of value of Video Marketing; Does not use Views video as new marketing oppor- tunity; Experimenting; Willing to fund test projects Long term commitment; Willing partici- pant; Resources for growth Views video as strategic function; Fully funds; Organization integrates rich media content (social, mobile, video) Development Focus Expects all stages of Deployment Life- cycle are working properly; Focuses on Enterprise-level integrations & analytics for sales cycle optimizationFocus on video hosting & streaming; Uses basic functions to upload, down- load, view and process video files Focuses on hosting & streaming and video distribution & sharing capabili- ties; Utilizes content management & basic analytics to improve marketing activities Expects hosting, sharing and manage- ment capabilities; Focuses on developing optimization, monetization and deeper analytics for video success Video Marketing
- 2. VIDEO MARKETING Maturity Model Content Management Customer Engagement Monetization Metrics Engages users on a basic level through free video apps, channels and Social Media networks; No strategy in place for utilizing video to engage customers Video library available with options to create metadata; Videos can be added to playlists for a rudimentary organization of video content Focused on video performance; Video revenue is not a priority Tracks viewer activity and level of engagement as well as the overall popu- larity of video content. Focused on video performance; Generating revenue on videos is an afterthought and occurs sporadically Analytics to monitor and track video performance and conversions; May be tracking usage on multiple devices Focused on monetization; Has a platform and processes in place to generate revenue from videos Video analytics integrated with CRM & MA systems to provide lead-specific viewing history and behaviors for the sales cycle Platform in place that provides full monetization through ad creation & placement, ads, video channel subscriptions and reseller engagement Analytics provide social sentiment analysis, real-time performance tracking and data on the ROI of each video asset Has aligned video initiatives with customer engagement; Established buyer personas; Actively pursuing ways to better use video for customers Platform features, such as in-video calls-to-action and video player customization, enhance a Video Marketing program Utilizes platform and analytics to engage users; Platform is integrated with other systems to share analytics among depart- ments for customer interaction Platform enriches program; Features include multi-level access controls, enhanced optimization and metadata categorization for easy searching Platform is aligned and optimized with customer engagement activities; Video content matches buyer personas & touchpoints in the sales cycle Comprehensive solution for video management and optimization; Moni- tors and manages video campaigns; Tracks content usage on all devices STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Video Marketing